Steve Yastrow's slides backing up his talk to the Agency Summit at Exact Target's Connections '08 conference.

1. Steve Yastrow September 23, 2008 Agency Summit © Steve Yastrow, 2008

2. Consider the potential … Client #1’s name % % Client #2’s name Client #3’s name Your business name

5. How do we develop our customer relationships to benefit our businesses?

6. The Traditional Way … “ Brute Force Branding” Powerful Message Many Exposures

7. The average American is exposed to 5000 branding messages each day

9. Communication is not just telling your story … Communication is being understood.

14. Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886 Brand Harmony

15. Brand Harmony and business results Customer Beliefs $$$$ Customer Action Brand = what customers believe

16. What beliefs will encourage customers to think “I can’t get it anywhere else” Customer Beliefs $$$$ Customer Action Brand = what customers believe

17. What is it that your customers can’t get anywhere else? Products? Services? Experiences? Relationship?

20. “ Not two” “ We”

21. Being invited into the 1 st person “ We”

22. We is the strongest brand impression “ We”

23. Would you rather buy from a business that … 89% 11% Relationships are powerful differentiators You have a relationship with Simply provides the best product or service when you need it

24. Which are you more likely to buy from … Businesses that have the best prices Businesses you have a relationship with 21% 79% Relationships are powerful differentiators

25. Which are you more likely to recommend to others … Businesses that have the best prices Businesses you have a relationship with 14% 86% Relationships are powerful differentiators

26. Q: Are you in a relationship with this company? Do you give them more business because of that relationship? Kimpton Hotels: “Yes” = 92% Cold Stone Creamery: “Yes” = 84% Kimpton Hotels: 74% Cold Stone Creamery: 40% Relationships are powerful differentiators

27. The building blocks of customer relationships

28. Every time you interact with a customer, three things can happen … Your relationship gets better Your relationship stays the same Your relationship gets worse “ Encounter” “ Transaction” Customer interaction

30. After the encounter … A feeling of “with”

31. Let’s start talking about email/electronic communication

35. From Encounter to Relationship

36. We today future Relationship Value

39. Memory - The connection between encounters Remember! Be memorable!

40. “ When” - The rhythm of relationship Manage the ‘when’ … don’t let the ‘when’ manage you

41. The Ongoing Conversation : The role of email and other electronic communications Brand Harmony

43. Steve Yastrow September 23, 2008 Agency Summit © Steve Yastrow, 2008